The new store, debuting at 14 Post Road East with a soft opening, is part of the Maryland-based multi-brand retailer’s push to expand its East Coast presence, and Westport, with its sophistication, charm and location in demographically-rich Fairfield County, may be the perfect place.

The first 50 customers will receive a mystery gift card valued at between $5 to $100 at the opening Thursday. Westport shoppers can also earn a coupon for 30 percent off by 'liking' South Moon Under on Facebook.

Westport First Selectman Jim Marpe and Chamber of Commerce Director Heather Cavanagh will be on hand for a ribbon cutting at 10 a.m.

What started as a surf shack in 1968 has grown into an eclectic yet curated retailer offering men’s and women’s clothing, swimwear and accessory options. The South Moon Under vision is to inspire “self-expression through the art of fashion.”

The Westport location, it should be noted, will only sell women’s merchandise.

While the store's soft opening is about to commence, a grand opening - complete with an exclusive discount, House of Harlow trunk show and light bites - is expected to be held in May.

The Westport shop will be open from 10 a.m. to 7 p.m., Monday through Saturday, and 11 a.m. to 6 p.m. on Sunday.

Visit the South Moon Under website for looks the shop will be offering.